Barrier #2: Product Manager. The B2B company product manager is the driver behind what the company sells. They ensure that every product and every product enhancement supports the needs and demands of customers and prospective customers. This manager makes sure that the product has strong competitive advantages, is reliable and cost-effective for the customer and is profitable for the company. There are, however, barriers between the marketing department and its ability to use these best practices — and they are all human. Barrier #1: CEO. MORE >>

Identifying the most productive customer and target market is a vital step in any B2B marketing strategy. Today’s B2B marketing directors have a long list of marketing options from which to choose: automated email marketing, direct mail lead generation, telemarketing, customer profiling, database enhancement, content creation, Web site re-designs, social media initiatives, trade shows, user conferences — the very scope boggles the mind. The opportunities are great. The risk of failure even greater. START: Establish the right target market. Here is the best way to do that: a. MORE >>

Most assets were product brochures, of course, but nonetheless, that number is remarkably high. Here is a recap of how Michelle defined “valuable&# content: Quality: Does the content asset meet the same standards you set for your products and services? Video of Top-Level Exec or Product Category Expert. Product Demos. Video of Top-Level Exec or Product Category Expert. Product Demos. Product or Company Press Releases. Product Solution Briefs. White Papers — In-Depth Technical Product Focus. Blog Reprints. Games. MORE >>

The reports available from this software show management basically the same thing, but group that information by sales person, territory, and products, showing such important data as the length of the buying cycle. Salesforce Automation (SFA), Customer Relationship Management (CRM), and Point of Sale (POS) are all software solutions created to specifically track interactions and transactions with individual prospects and customers. With a database attached to each of them, it can be very tempting for B2B marketers to just tap that data for marketing purposes. None are customers. MORE >>

Never ask, “Would you like to have a personal demonstration of the product?&#. Instead, ask, “When would be the best time for you to get a personal demonstration of the product?&#. Here is a classic example: Have you ever wondered how else you could sell, buy or market your products and services? Many leading businesses today have met this challenge by discovering a new way to sell, buy or market their products and services. The rule is to never ask questions that can be answered with the word “no.&#. To be safe, stop asking questions. MORE >>